Solutions Through Software
SaaS Marketing Platform | Nearshore outsourcing company

SaaS Development: Improving Content Marketing Strategy with KPIs

About

A company that provides productivity tools for professionals

Stackify is a company known worldwide for offering a suite of software development tools. With its platforms, devs are able to work more efficiently by getting better visibility into metrics, monitoring and analyzing them, and finally making decisions based on concrete data. The company has received several awards, including the Great User Experience 2017 Award by FinancesOnline and the G2Crowd’s Summer 2017 High Performer Award.

Challenge

Evolving new SaaS product development with nearshore outsourcing

Some time ago Stackify decided to create Top Content, a tool for marketers that would provide the same benefits that Stackify does to developers: the ability to interpret online content performance goals and thus help them make data-driven decisions. Top Content automates the process of analyzing and processing data from a website, including information like traffic, content visibility, and keyword performance by accessing Google Search Console and Google Analytics.

Unlike other tools, Top Content offers information via appealing and easy-to-read dashboards that, in addition to showing precise data points, also give suggestions for improving content. For example: after processing all the visitor statistics for one blog post during a specific period of time, the app can suggest if the content needs to be updated or optimized for SEO.

In order to create the tool, the Stackify team first developed an MVP in-house. However, since they did not have the resources to advance the product internally, they started to look for a software development partner and found us.

Solution

Using a UX approach to solve content marketer’s needs

Soon enough, we set up a nearshore team of two developers, a UX/UI designer and a product owner, with a heavy focus on performance and the user experience. An important part of the process was to understand the product's users by conducting interviews, along with story and journey mapping. By doing so, we discovered that some of the pain points that content marketing professionals face include the lack of clear and comprehensible information. With this in mind, we put a lot of focus on the UX/UI design aspects of the app by creating wireframes and high-fidelity designs through Sketch and Zeplin, and displaying them in animation and navigation prototypes such as InVision.

Results

Coding complex analytics and intelligent algorithms with a dev team in South America

Top Content is a complex software that analyzes a vast amount of key statistics from different sources. In the development phase, the team had to tackle the challenge of connecting and synchronizing various platforms so the software could display information in real time. In order to do that, they updated legacy parts of the initial version, as well as built and adapted different APIs.

Another challenge was to generate a system that would be able to interpret data and provide users with suggestions so that they could understand which aspects of their marketing strategy to improve. To accomplish this, the developers worked on an algorithm that could manage multiple data sets in real time and display the processed data in user-friendly charts. The app’s development was concluded in 3 months.